Deutsch today announced that it has been named creative agency of record for Pandora, the go-to music source for fans and artists, following a competitive review with undisclosed agencies.
“The music world is being redefined and Pandora is at the forefront of the game,” said Kim Getty, President of Deutsch’s Los Angeles office. “We’re thrilled to be their business partner and help take the brand to the next level, especially as Pandora launches new products that connect artists and listeners in a true and pure way.”
As agency of record, Deutsch will be responsible for redefining Pandora’s brand positioning and marketing communications strategy as the brand launches new products to a new generation of users. Deutsch will lead integrated brand creative and digital work.
"Pandora’s a dream account. Not just because we’re giant fans of the product but also because the marketing team wants to take a digital-first approach and is incredibly ambitious and forward-thinking,” said Winston Binch, Chief Digital Officer, Deutsch North America. “We look at this as an amazing opportunity to innovate and help a great brand shape the future of music.”
Over the past year and a half, Pandora has invested in helping artists grow their careers, beginning with the launch of AMP (Artist Marketing Platform) in October 2014, which lets artists instantly speak to their fans, and then with the rollout of Artist Audio Messages in February 2015. Most recently, Pandora launched AMPcast, a powerful new tool to help artists engage and grow their audiences on the platform by enabling artists to record spontaneous audio messages on their mobile phone and target their fans.
"Deutsch truly understands Pandora and has deep ties to the music industry, which will help propel us forward,” said Melissa Waters, Vice President of Brand & Product Marketing at Pandora. “As we execute our strategy and launch new products in the marketplace, we need a partner with strong digital-first thinking and a category disruption mindset. Deutsch clearly demonstrates a world-class understanding of the millennial mindset and how to articulate a compelling brand position in a competitive category.”
The account is being led out of the agency’s Los Angeles office and marks another step forward for Deutsch’s growing music division.